Equinox's 2016 'Commit to Something' Ad Campaign Features an Orgy and Hairless Cats

Equinox, New York, unveiled on Monday a new brand campaign for 2016, titled "Commit to Something."

The campaign is a collection of seven images (all of which you can view on their website here): a woman breastfeeding in a restaurant, two women and three men lying almost nude on a bed together, a shirtless man standing in front of cheerleading trophies, a woman with a female symbol painted on her chest standing with fist raised, a group of homogeneous men and women wearing white standing in a forest, a woman standing in a kitchen full of hairless cats, and a man in his underwear lying on a couch in a pile of money.

The campaign celebrates various forms of commitment, addressing issues that include activism, sexuality, lifestyle choices and women's rights, according to a media release from the company. All vignettes are an expression of taking deliberate action and going "all in," the release states.

"Equinox is about commitment, we are obsessed with it, and we challenge our members to know who they are and what they want," Carlos Becil, Equinox chief marketing officer, said in the release. "It's not just about fitness; it's about life. The concept of commitment is bold, incredibly powerful, and it's real, especially in a world today where commitment is lacking."

The images were shot by fashion photographer Steven Klein. Klein's work has appeared in Vogue, W and Interview magazines, and his subjects have included Brad Pitt, Madonna and Kate Moss, among others.

"It is the responsibility of advertising to communicate modern times and social issues," Klein said. "This campaign addresses today's issues and social commentaries, which is a powerful approach instead of portraying people as superficial objects with no narrative."

Elizabeth Nolan, Equinox executive creative director, said that Klein's reputation as a "fearless and defiant creative talent" was the right fit for a brand as provocative as Equinox.

The company is using the hashtag #COMMITTOSOMETHING for the campaign.

The new campaign comes after Equinox stuck with its "Equinox Made Me Do It" campaign in 2014 and 2015. That campaign was intended to show that confidence not only lowers inhibitions but also induces feelings of pride and empowerment, according to the company.

In contrast, Town Sports International (TSI), New York, launched its 2016 ad campaign with the hashtag #IBUILTTHIS. TSI, which operates New York Sports Clubs, Boston Sports Clubs, Philadelphia Sports Club and Washington Sports Clubs, said its campaign celebrates the healthy lifestyle accomplishments of real people to encourage others to live a healthy lifestyle, too. TSI's campaign features real-life emergency responders and other members of the community in which its clubs are located.